This research report from Quantcast is particularly interesting, especially given their specialist expertise in the display advertising category.
The premiss of their report is essentially
People who are on a website have different needs to those searching for one, yet digital marketers look to optimise for clicks in similar ways.
Search advertising is an understood CPC (cost per click) model, where buyers have an intent and are served advertising that they’re interested in. In short, if you’re happy with the CPC, it works.
People on a website tend to want the information on the website, not look to click a banner and leave it, there is a reason or intention to click away at the earliest opportunity - regardless of whether it’s a display ad or link.
Click conversion is better aligned to where there’s purchase intent and a desire to click. This is inevitably lower down the sales funnel.
Click measurement is not a…
Examples to encourage more customers to buy via Facebook
Big or small, any merchant can sell on Facebook today by following a few simple steps. Here are a few examples of smaller businesses using Facebook promotions effectively before we get into the techniques I have seen which are effective.
Nava Zahavi, a small-medium jewelry designer who started with only 100 fans on Facebook made 400% Return on Investment (ROI) selling on Facebook.Here is an example of how Nava Zahavi offers Fans vouchers in return for 'Likes'.
Source: Nava Zahavi Facebook Store
OnePiece, a Scandinavian fashion brand, had to take off its Facebook promotion after 24 hours as it sold over 1,000 pieces of the same item, and it just didn’t have…
Our roundup of the "need-to-know" developments in digital marketing and technology
The main development across the major digital marketing platforms in July was the upgrading of Google AdWords to Enhanced campaigns and adding Promotional tabs in Gmail. There were also significant developments of analytics tools for Facebook, LinkedIn and Google this month. So, in our five categories this month we focus on advice to improve marketing effectiveness.
Strategy and planning
Are you ready for Marketing 2020 Steven Van Belleghem asks how we should be preparing now for future shifts in marketing.
Here’s a summary of his ideas:
The top 10 most useful digital marketing statistics sources? In July we released a new compilation of 50+ trends available for Expert members to include in their business case presentations. But many of the best stats are freely…
Ideas, examples and a process to develop your online value proposition (OVP)
I’m really pleased that Jay Baer of Convince and Convert could speak recently in our webcast. He explained three blueprints and examples of how companies can develop their Youtility. Jay is one of the great original thinkers who shows how to apply social media and content marketing to get business results. Dan and I have been following his ideas from his blog for a couple of years now. The talk and slide deck are now available
Youtility talk
Youtility slide deck
…
Ideas to keep your marketing aligned with future customer expectations
For many companies, 2020 acts as a symbolic deadline, with many strategic plans working towards that date. Everyone is convinced that the face of marketing and entrepreneurship will have changed profoundly by the time 2020 rolls around. Based on my discussions with experts, literature and my personal vision and experiences with customers, I have compiled an overview of what marketing 2020 might look like.
Get ready for Marketing 2020 from steven van belleghem
This blog post summarizes the main elements of the presentation.
The 2020 Consumer
To develop the marketing philosophy of the future we also need to understand the 2020 consumer. Three factors will continue to influence consumer behavior:
1. Full adoption of new technologies:…
What are the most common, most heinous online marketing mistakes?
More people are doing marketing badly according to Seth Godin’s recent post.
It got me thinking that with the Content Marketing Avalanche, more people are now also doing online marketing badly. It’s inevitable with the need to reach customers across more and more touchpoints across paid, owned and earned media.
So what are the most common mistakes. Here are 10 I see all the time, from more strategic to practical, in the economic, inimitable Godin style…
Not having a strategy for digital channels - here’s 10 reasons you do.
Not setting goals, not measuring or optimising site performance .
Thinking that online success is about following the latest shiny marketing tools like Vine or Instagram video when it’s all about building a brand online.
Creating product-centred, not…
Search and social media marketing advice for travel marketing
It’s not an uncommon process for a firm at start-up level to take their passion for a product or a service and jump head first into an enterprise that can very easily run away, become unsustainable and ultimately fail.
The advent of the online option for travellers to purchase was a great leveller in the travel industry. Distribution was not limited to high street chains as independents could conceivable set up a shop window with 24-hour visibility, seven days a week.
Several years later, the big names have flexed their financial muscle in an attempt to dominate the online channel but I’m a firm believer (and more a fan of David than Goliath) that there is enough for the little guy (and gal) to make a nice living.
This post is not intended to be a review of business models, simply a guide with some…
Impact and usage of Tripadvisor for companies marketing in the tourism sector
MediaMosaic have compiled a useful Infographic on Tripadvisor, collated from sources including Comscore, Tripadvisor and Forbes to provide insight into marketing travel destinations.
As the tourism industry is growing, WWTC forecasts that by 2023 it will be worth 10% of global GDP and creates 115 bn for the UK economy each year - it's still a growing sector.
Marketers working in tourism are seizing the opportunity to use Tripadvisor to promote their services, holiday destinations, accommodation, attractions flights and restaurants to name afew.
Tripadvisor connects with a large audience; content is viewed by 300m people monthly across other sites, has more than 20m registered members and 60m reviews.
We feel that Mediamosaic's Infographic is a great resource to show…
Content planning made easy
Over the past 18 months to two years it seems there has been ever-increasing volume of advice on content marketing. You would have to have been on a very long holiday or living under a rock to not notice how content marketing is a huge topic and an industry worth $44 billion and that's just in the United States.
While there are many posts exhorting us to "create awesome content" there is a big practical challenge of how you plan and resource this content creation. One specific problem many of us face is how to encourage other specialists in our companies to create content which we have covered in this post based on a discussion on persuading others in your company to create content for you.
I wanted to add to this by reviewing the issue of when you're face with a blank piece of paper…..what content…
7 low or no-cost marketing techniques for startups without funding
Whilst many big name startups do receive funding, they're the exception. The startup I co-founded has never raised a penny in external funding, so in this post I share some of the low or no-cost marketing techniques we used when launching MyCurrencyTransfer.com and MyTravelMoney.co.uk. We completely "bootstrapped" our comparison business, but using some of the methods I describe here we’re now helping over 120,000 visitors per month find a fairer and cheaper deal on foreign exchange.
Yes, it was exhausting in the early years. Yes, the pace of growth was infuriating at times. But would Stevan (my co-founder) and I have done it any other way? Absolutely not! In this article, we’ll share some of our startup ‘war stories’ and show you how you can also market your startup on a shoestring.
1. Build…
